MINI «Wash Me – Ten MINI. Ten Artists.»
I had the opportunity to conceptualize, photograph and design this 100-page book for MINI's 50th anniversary. Inspiration for it was something almost anyone has done at least once: to make a mark on a fogged windshield or a dusty car hood with your bare finger. Hence, the name «Wash Me». With this in mind, ten artists each turned a MINI into a piece of art by painting, spraying, scratching, and most importantly by cleaning. I was involved in almost any aspect of this book; from concept through photography to the book design itself.
From an advertising point of view, the book was only a means to an end: through this book, MINI received press coverage that's worth a large multiple of what the costs of the book were.
I'm also proud to announce, that «Wash Me» will receive the sought-after «red dot» in the red dot design award, one of the largest and most internationally acclaimed design competitions.
Check out the official website.
Check it out on Youtube.
(Special thanks to Oliver Aeschlimann from BMW (Schweiz) AG for making this happen! A big thank you to all the people helping us along the way, and of course, all the artists: Fabian Bertschinger, Smash137, Dieter Meier, Rémi Jaccard, Stefan Ege, Seak, Marisa Pichler, Gigi Burn, Euro, August, Aurèle Sack, Michèle Roten & Alfredo Häberli.)
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